Uber asked us to turn Uber Pro into a recognizable, scalable program that would excite top earners and boost sign-ups. What began as a few assets became a full creative system—messaging, design, and toolkit included—to relaunch rewards like a Pro.

The work
We built a distinct visual identity with custom illustrations, refined messaging, and assets across landing pages, emails, in-app, video, and a global toolkit.

The challenge
Uber Pro needed a complete creative overhaul. The existing materials lacked cohesion, recognition, and emotional impact. We had to build a scalable brand system from the ground up—one that could flex across regions, tiers, and channels while inspiring drivers around the world to keep leveling up.

My role
As ACD and lead designer, I led creative from concept to launch—guiding design across product, web, CRM, and video. I managed and a cross-functional team, collaborated closely with Uber’s brand team and senior stakeholders to align on vision, sell through ideas, and build a flexible system that scaled.

The impact
The campaign drove a 28% lift in engagement and tripled sign-ups in key markets. Uber Pro became one of Uber’s top 10 programs, with the toolkit scaling to 40+ markets worldwide.